Mums encouraged to breastfeed with new city campaign

A new campaign called Breastfeeding Mams is to be rolled out across Newcastle to encourage young women to breastfeed

April Hall with son Tyler at the Breast is Best city wide campaign launch at the Laing Art Gallery

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Young mums are choosing not to breastfeed and a new health campaign hopes to encourage them to change their minds.

More women in the North East than in the rest of the country choose to use formula milk for their new babies after their birth and the current take-up rate of women aged 24 and under for breastfeeding is concerning health professionals.

A new campaign called Breastfeeding Mams is to be rolled out across Newcastle and the women behind the scheme hope to explain the benefits of the natural form of feeding as well as encouraging young mothers to make an informed decision.

Helen Robinson, acting public health specialist for Newcastle City Council, said: “Breastfeeding rates in the city are lower than in other parts of England so we wanted to improve this.

“Under 24 is the age range we are targeting. They think it’s hard or they are embarrassed. It’s important to give information to dads as well.”

Breastfeeding Mams adverts will be installed on city buses and informative videos are available to watch in Youtube.

A Facebook page has also been set up to encourage young people to engage in conversations around feeding options.

April Hall with son Tyler and partner Steven at the Breast is Best city wide campaign launch at the Laing Art Gallery

Business apprentice April Hall, 19, from Kenton, breastfed her baby Tyler, one, for the first six months.

She said: “It’s natural and so people shouldn’t be embarrassed. People get nervous because they think they’re being judged or watched, but they’re not.”

Rosemary Campbell, 19, from Byker, is expecting a baby girl in five weeks’ time, and is keen to begin breastfeeding.

She said: “People say that it hurts but I would rather make the most of things. My mum didn’t breastfeed me so this is a decision I’ve made myself.”

Friend Jamie Burnett, 16, who is six months pregnant, said: “It’s really good for the baby’s growth. Milk costs money and breastfeeding is free!”

For Breastfeeding

Breastfeeding has found itself in controversial waters as a host of mums have come forward to say they have been chastised for feeding in public.

However health experts would wholeheartedly agree that breastfeeding is best for babies and attitudes need to change.

Helen Robinson, Newcastle City Council’s acting public health specialist, said: “It’s really important for the health of babies and for the long term health of the mother.

“The benefits are that babies get less stomach and chest infections and for the woman it reduces the risk of ovarian cancer.

“Young women can be influenced by their peers and also what their partners say.”

April Hall, 19, who took part in the city council’s new advice videos on Youtube allowed herself to be filmed breastfeeding in public to show that it can be done discreetly and mums can feel comfortable.

She said: “Tips I’d give new mothers is use a muslin cloth, something just to cover up. There’s ways to hide yourself. The benefits are the antibodies and immunity. Things like colic - they’re likely to get that if they’re bottle fed.”

The NHS has found that breastfed babies have less chance of diarrhoea and vomiting, fewer chest and ear infections, less likelihood of becoming obese and developing type 2 diabetes and other illnesses later in life and a lower chance of developing eczema.

Against Breastfeeding

There are clinical reasons for not breastfeeding as well as the fact it isn’t always the preferred choice of the mother.

Breastfeeding take-up can also be low in various cultural groups, while in some parts of the world - like in South East Asia - its popularity has increased.

The NHS advises against it in cases where the mother has HIV or, in rare cases where certain types of medication may harm the baby.

Under these circumstances, when there’s no alternative, bottle feeding with infant formula will be recommended by the doctor.

Women taking antithyroid medication may be advised not to breastfeed and if a woman is receiving radiation treatment or chemotherapy, or in cases of severe anaemia it will also be discouraged.

Smokers can breastfeed, but they shouldn’t light up for at least 95 minutes before every feed, to be sure no nicotine or other chemicals are in breast milk .

Very premature babies being treated in hospital will be unable to take a mother’s milk until their digestive systems are fully formed.

Women in these circumstances may wish to use a breast pump and freeze their milk until it can be used.

*If you’re not sure whether you should breastfeed your baby, speak to your midwife or health visitor for information and support.